Coke consolidating


03-Dec-2017 07:36

Crespo's] leadership team," adding that "decisions about who will fill the key roles in this team will be made in the coming months as [Mr.

Crespo] assumes his new role." "We are moving quickly to structure our organization for faster growth and to ensure we can respond to the fast-changing needs of our consumers, customers, system and associates around the world," Mr.

But Coke, like all soda brands, continues to battle industry headwinds including health concerns that has led more consumers to drink less pop and in favor of bottled water and other beverages. The brand -- which is the top-selling soda with 15.8% share -- outperformed No.

Sales volumes of regular Coke dipped 1.3% in the U. 2 Pepsi, whose volumes plummeted by 3.8%, according to Beverage-Digest. Quincey has signaled an intent to keep broadening Coca-Cola's beverage portfolio beyond its flagship cola brand.

Global Chief Marketing Officer Marcos de Quinto, who led a significant marketing overhaul of the company's flagship soda brand with the 15-month old "Taste the Feeling" campaign, is leaving the company as the beverage giant overhauls its marketing leadership structure under its new CEO.

The changes, which were announced Thursday morning, include consolidating marketing, customer and commercial leadership strategy into one combined function led by a chief growth officer that will report to James Quincey. Quincey is currently Coca-Cola's chief operating officer but will assume the CEO role on May 1, replacing the retiring Muhtar Kent in a succession plan that was announced late last year.

"If you want people to love to drink Coca-Cola, please show in your commercial people who love drinking Coca-Cola," Mr.

de Quinto said at a Beverage-Digest conference late last year, summarizing his approach. We are going to the roots of what made this brand big," he said.

However, the company in an emailed statement emphasized that "global marketing will be a key part of [Mr.General Mills, meanwhile, just laid out a new operating structure, including plans to cut 400 to 600 jobs, signaling that it can trim fat while trying to reignite growth in some of its biggest businesses, including yogurt. Pinnacle Foods, which in recent years acquired brands including Birds Eye and Wish-Bone, is now led by CEO Mark Clouse, who joined in May from, you guessed it, Mondelez.



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